The objective of this course is to take practical approach to marketing. It gives the student the opportunity to practise on all marketing concepts and to develop them on a dynamic way. The Marketing Management course provides in-depth exposure to practical examples and applications about managerial decisions. These include the trade-off between the organization’s objectives and resources against needs and opportunities in the marketplace.
Type Subject
Tercer - Obligatoria

Titular Professors

Previous Knowledge

On the completion of this module students will be able to:

Understand the strategic marketing versus operational marketing.

Make marketing decisions in the context of general management.

Control the elements of the marketing methodology.

Understand the ethical aspects of the marketing process.

Be able to do a Strategic Marketing Plan


Below you can find a tentative schedule subject to change:

Topic 1 Introduction to the Marketing Management

Topic 2 MIS (Marketing Information System)

Topic 3 Frame of Reference (In which market or markets it worth to be?). 1st Strategic Decision

Topic 4 Diagnostic (I) (Classical SWOT vs. Dynamic SWOT, a new way to evaluate where we are)

Topic 5 Diagnostic (II) (Key Performance Factors and Distinctive Competences & Strategic alternatives, how to choose the best one?)

Topic 6 Corporative & Growth Strategies

Topic 7 Segmentation Strategy

Topic 8 Value Proposition: Positioning Strategy

Topic 9 Value Proposition: Brand Strategy

Topic 10 New Strategic Trends

Topic 11 Wrap-up


The learning experience is based on a range of teaching methods that seek to foster your understanding of the marketing function.

The class will draw on lectures that will concentrate on the principle marketing concepts, case studies that you will be required to do outside class time as well as in-class discussions. We will also draw on the vast array of multimedia sources such as videos, podcasts and blogs to supplement written material.
In addition, you will develop a real case.


The course grade will be based on the following point breakdown:

Participation (40%)

Mid-term Examination or Mid-Term Presentation (10%)

SMP (50%)

Evaluation Criteria
Basic Bibliography

Recommended Textbook:

Market-driven Management. Jean-Jaques Lambin. Ed.Palgrave – Macmillan.

Marketing Management. 13erd edition. Kotler & Keller. Person – Prentice Hall.

Additional Material